Promotion
From WikiTextbook
The objectives of promotion could be:
• To make consumers aware of a new product launch;
• To remind consumers of the product;
• To persuade consumers to buy the product.
There are a number of methods of promotion a business can use to try and increase its level of sales:
Sales promotion
These are short term incentives to increase sales such as coupons and competitions. The effect is often to destroy loyalty to other brands and encourage customers to switch brands. When the promotion ends consumers often switch to another brand with a different offer.
Advertising
This can often take place on television, radio, billboards and magazines.
It is also used as an attempt to influence the consumer at the point of sale, .e.g., display material in shops and restaurants;
Public relations
Involves managing relations with different groups, e.g. media, consumers, pressure groups or investors. May involve getting media coverage of an event, product launch or generally creating a favourable impression and generating word of mouth interest. The difficulty is that it isn’t easy to control what others write or say.
Exhibitions and trade fairs
Where many people involved in that line of business will be present, e.g., UK Motor Show, UK Fashion Week;
Merchandising
Spin offs and partner offers, e.g. Lord of the Rings books, videos, toys, ties, breakfast cereal etc. etc.
Packaging
What the product is sold in, .e.g., design shape and information displayed on it make the product more attractive to consumers.
